The Application of Relationship Marketing on Social Community for Future Printed Leisure Book Enterprise in Taiwan

• Main Authors: Yin-Jia Hsieh, 謝尹嘉
• Other Authors: Hsu-Hua Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47880382940915408670

碩士 === 淡江大學 === 管理科學學系碩士班 === 100 === With the advances in Internet technology, mobile commerce and social networks, resulting in the large number of users increase, the community network is like real-world community among the members, who share some common experience, language, symbols, or even the ceremony and other cultural norms. For now many companies, the business of social networking websites is the trend; however, the marketing strategy adopted in the Internet community is bound to differ from the previous. In addition, people’s daily lives today rely heavily on the Internet, online shopping, community marketing and even atmosphere of mobile digital life, becoming increasingly severe in the world, so the book publishing industry, the retail bookstore industry and the printed book industry cause a great impact, and all are looking for a transformation way. The study of the social network about marketing strategy used in the book publishing industry and the retail bookstore industry is rare in Taiwan. Therefore, we hope that the starting point from the view of industry marketing behavior, and exploring its acts and effects of the industrial point of the book publishing industry and the retail bookstore industry. In this study, are discussed qualitative research method of In-depth interview is used, the respondents of the study are working in book publishing industry and the retail bookstore industry for “entertainment books ” area, compared with same industry with more visibility and having a certain market share in Taiwan. Furthermore, they have wealth of marketing experience in social network. According to the respondents, Relationship Marketing theory is presented in the literature review, providing the analysis, recommendation and marketing strategy of the online community for business owner.